Advancing Best Practice in Customer Value Management
Presented by: James C. Anderson, ISBM Research Fellow and the William L. Ford Professor of Marketing and Wholesale Distribution, Kellogg School of Management, Northwestern University and Eric G. Berggren, Managing Director of Axios Partners Inc. on August 16, 2011.
August 16, 2011
About the webinar
A Toolset to Measure Customer Value and Persuasively Communicate that Value to Customers
Across business markets, suppliers are finding it increasingly difficult to generate sales at desirable profit margins. To win more business at a fair price, firms must be able to persuasively demonstrate and document the value they provide customers relative to the next best alternative for those customers.
In Value Merchants: Demonstrating and Documenting Superior Value in Business Markets, James Anderson, Nirmalya Kumar and James Narus shared their best practice research and described a methodical, proven approach for firms to earn an equitable return on the value delivered to their customers. To help suppliers achieve best practice, Dr. Anderson and Mr. Berggren developed the Customer Value Management Expert Toolset® (CVET™), innovative software that guides your team through that process, step-by-step.
In this webinar, Dr. Anderson and Mr. Berggren will demonstrate how CVET™ not only enables businesses to measure customer value in monetary terms, but also to generate value-based sales tools to practice true, consultative selling. They will also answer your questions about how best practice companies are demonstrating and documenting the value delivered to their target customers.